MKT 504 Chapter Notes - Chapter 2: Uptodate, Bid Rigging, Fax
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Trust: the e(cid:454)te(cid:374)t of the (cid:271)u(cid:455)er"s (cid:272)o(cid:374)fide(cid:374)(cid:272)e that he or she (cid:272)a(cid:374) rel(cid:455) o(cid:374) the sales perso(cid:374)"s integrity. Credibility (cid:862)what trust (cid:271)oils do(cid:449)(cid:374) to, i(cid:374) a (cid:374)ut-shell is credibility, and when you say you are going to do somethi(cid:374)g, (cid:455)ou do it a(cid:374)d the (cid:449)hole orga(cid:374)izatio(cid:374) has to (cid:271)e (cid:271)ehi(cid:374)d that de(cid:272)isio(cid:374)(cid:863) kearney. Trust is earned when an industrial (cid:271)u(cid:455)er (cid:271)elie(cid:448)es a(cid:374)d (cid:272)a(cid:374) rel(cid:455) o(cid:374) a salesperso(cid:374)"s (cid:272)lai(cid:373)s or pro(cid:373)ises (cid:449)he(cid:374) the (cid:271)u(cid:455)er is depe(cid:374)de(cid:374)t o(cid:374) the salesperso(cid:374)"s ho(cid:374)est(cid:455) a(cid:374)d relia(cid:271)ilit(cid:455). One of the keys to a long-term relationship with any client is to create a basis of trust between the sales representative and the client organization. Long-term sakes success in any industry will generally be built on the concept of referral which trust plays an important role. Customers are looking for trustworthy business partners but may have difficulty trusting most salespeople; the salesperson should recognize this as an opportunity.
